During pregnancy, expectant mothers are highly concerned about short-term fears such as how to breastfeed and whether the breastfeeding experience will be comfortable. The results of research conducted by the Philips Center shows that Egyptian mothers are uneasy about breastfeeding, where 73% of expectant mothers are concerned about the breastfeeding experience. “This issue can be tackled with increasing awareness on breastfeeding and boosting self-confidence for expectant mothers through educational initiatives,” says Olaf Koning, Commercial Leader for Philips Consumer lifestyle, Egypt.

Based on the success of the 2011 Philips Cairo to Cape Town health and wellbeing road show, Philips is again travelling through Africa from 14 May to 16 August, 2012 in an effort to improve the health and well-being of mothers and their children through meaningful healthcare solutions.

“Philips has been dedicated to addressing the needs of mothers and children for over 40 years and recognizes that mothers, newborn babies and children represent the well-being of a society and its potential for the future. Their health needs cannot be left unmet without harming the whole of society,” says Koning Olaf, Commercial Leader for Philips Consumer lifestyle Egypt.

The benefits of breastfeeding for the health of both infants and their mothers are well recognized. The World Health Organization recommends exclusive breastfeeding for the first 6 months following childbirth, and partial breastfeeding into the second year of a child’s life. Aiming to improve healthy infant nutrition in Egypt, Philips AVENT is dedicated to increasing awareness of breastfeeding amongst mothers.

During the Cairo to Cape Town road show, Philips AVENT is closely cooperating with healthcare professionals to educate mothers and mothers-to-be about the importance of breastfeeding via educational initiatives and infant feeding solutions.

As part of Philips’ Eco vision strategy and in a continued effort to bring meaningful innovations to improve people’s lives, the Cairo to Cape Town road show will also be showcasing sustainable innovative products, such as the EnergyCare Iron and the breakthrough AirFryer that allows you to cook all you can without the oil.

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As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of "sense and simplicity".More...

As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of "sense and simplicity".

Headquartered in the Netherlands, Philips employs approximately 116,000 employees in more than 60 countries worldwide. With sales of EUR 23 billion in 2009, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare.

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Trans-Arabian Creative Communications (TRACCS) was founded in Jeddah, Saudi Arabia in December 1997 to provide world class public relations services to the Kingdom's business community and to multinational enterprises operating in the country. More...

Trans-Arabian Creative Communications (TRACCS) was founded in Jeddah, Saudi Arabia in December 1997 to provide world class public relations services to the Kingdom's business community and to multinational enterprises operating in the country.

Today TRACCS has become one of the largest public relations networks in the Middle East and North Africa with over 200 dedicated professionals providing a diverse and sophisticated service offering from 14 offices in 13 countries.